Active Gambler 2013

Active Gambler 2013

Sales Enablement Presentation

Active Gambler Profile (AGP) is Back

• Newest edition since book was last published in 2011• Focus of 2013 AGP is Convergence

Confidential and Proprietary to WMSFOR INTERNAL USE ONLY

Active Gambler Profile Distribution

• Printed copy sent to high-profile customers• Printed copies will be limited• Surplus copies will likely be available for additional

customers upon request• Downloadable electronic copy available for the first

time


AGP Key Rollout Dates

• Customer Advisory Board (CAB) = April 10 • Las Vegas Customer Luncheon = April 17• Book Distribution = Late June• Canadian Gaming Summit = June 17–19• Microsite and Electronic Copy = TBD


MethodologyThe industry’s most comprehensive study of Active Gamblers in the United States, Canada, and Mexico

Sample Participation Requirements

Survey & Analysis

4,373USA participants

1,429Canadian participants

507Mexican participants

Onlinesurvey

36minutes

Gambled in a casino in past 12 months

Recruited from general population panel

Active Gamblers make up 32% of US population

October/November2012

USA Participants


31%

52%

17%

Casual Gamblers = spend less than $500/year

Frequent Gamblers = spend $500-$2500/year

Avid Gamblers = spend $2500+/year

Gender

58%male

42%female

Age

17%

25%

58% 50+ Years Old

35-49 Years Old

21-34 Years Old

AgeAnnual Gambling Spend

The Active Gambler of 2012 is…

ConnectedInvolved

Interactive

A product of the dynamic environment of the 21st century, influenced by new technology and economic circumstances


Active Gamblers are Connected on Mobile Devices

The Active Gambler of 2012 is Connected


Active Online Not Active Online

95%are Active Online

iPhone Other Smartphone/PDA

Regular Cell Phone with Internet Access

iPad/Tablet Regular Cell Phone without Internet

Access

No Mobile Device

8%16%

23%

52%

6%

19%

27%

18%22%

38%

6%

2010 2012Ownership of mobile

devices connected to the Internet has increased significantly since 2010

Active Gamblers are Connected Online

The Active Gambler of 2012 is Involved


Visit on Own Visit with Others

84%visit the casino with others

Active Gamblers are Socialat the Casino

Most Active Gamblers visit the casino in a group –

they want to socialize and

interact with others in the casino environmentI visit the casino primarily for enter-

tainment

I am focusing more on controlling what I can and worrying less about things

outside my control

I prefer to become more involved in my community than spend more time on

entertainment

84%

63%

52%

53%

34%

Active Gamblers Want to BeMore Involved

2012 2010

*Chart shows % of participants who agreed to statements listed

The Active Gambler of 2012 is Interactive


I like to experiment with the latest technology

I prefer to go places that are more than just entertainment where I can also get a sense of

participation

To truly understand something, I need to experience it myself

33%

26%

41%

36%

38%

57%

Active Gamblers are More Interactive than in the Past

2012 2010

Active Gamblers increasingly

want to participate,

rather than be spectators

*Chart shows % of participants who strongly agreed or somewhat agreed to statements listed

The Active Gambler of 2012 is Interactive

Facebook LinkedIn Twitter YouTube Pinterest MySpace Instagram Yelp Flickr Blogger Stumpleupon Digg Delicious Metacafe

67%

18% 16% 15%10% 9%

4% 3% 3% 2% 2% 1% 1% 0%

67%

22%25% 26%

10%13%

6% 7% 7% 5% 3% 3% 3% 2%

US Active Gamblers US Avid Gamblers

91% of Active Gamblers aged 21-34 years old have at least

one social media account

73% of all Active Gamblers in the US have at least one social

media account

65% of Facebook users log in at

least once per day

Active Gamblers are Interactive on Social Media

High Engagement on Facebook, yet Limited Involvement with Casinos

45%

20%

18%

10%8%

Frequency ofFacebook Visits

Multiple Times a DayOnce a DayEvery Few DaysSeveral Times a MonthOnce a Month or Less

Reached out to Customer Service via Facebook

Exchanged Coins from Casino with Facebook Friends

Uploaded Pictures/Videos to Casino/Player's Club Page

Posted Comment on Casino/Player's Club Page

Posted Comment about Casino for Friends to Read

Fan/Follower of Casino or Player's Club

Visited Facebook Page of Casino or Player's Club

Any Activity on Casino's Facebook Page

Facebook Member

10%

9%

10%

16%

21%

20%

23%

45%

67%

3%

3%

4%

6%

9%

11%

12%

26%

67%

Active Gamblers’ Facebook Activities

Active Gamblers Avid Gamblers

Avid Gamblers are much more active

than other segments on casinos’

Facebook pages, yet overall engagement on Facebook is still

very low

In 2010, 52% of Active Gamblers with Facebook visited at least every few days

In 2012, that number rose to 83%

Download/Watch Videos Online

YouTube Members

43%

15%

46%

26%

US Active Gamblers US Avid Gamblers

YouTube is the Future for Finding New Games


Despite filming generally being prohibited in casinos, videotaping happens covertly, and videos of wins and jackpots have

cumulatively drawn millions of views online

over 5,000channels dedicated to slots

over 300,000videos showing slot play/wins

over 100,000views of single videos showing slot wins

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Views per Month Cumulative Views

WMS YouTube Views Have Grown Exponentially


0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

Views per Month

Spikes around G2E

Over 2 million cumulative views

at the end of January 2013

In February 2013, the WMS Gaming YouTube channel had 134,651 views in one

month – more than 6 times the number of views in the same month 2 years earlier

Casual Gaming is Very Popular


Any Casual Game Social Games Solo Games

64%

45%54%

74%

54%64%

83%72% 70%

Casual Gamblers Frequent Gamblers Avid Gamblers

Avid Gamblers are more likely than

other gamblers to play any casual game, whether it be social or solo

72%play any casual

game

54%play social

games

62%play sologames

48%of solo game players

play casino-type games

44%of social game players

play casino-type games

Interest in Online Gambling Has Room to Grow


82%believe online gambling should be

legal

24%

26%50%

Interest in Gambling Online if Legal

Would Gamble Online

Might or Might Not Gamble Online

Would Not Gamble Online

24% of all Active Gamblers would gamble

online if legal

53% of Avid Gamblers would gamble online if

legal

Avids Most Interested in Online Gambling


Active Gamblers who are more interested in Online Gambling tend to be:

Avid Gamblers/Higher SpendersMale

YoungerMore EducatedHigher Income

Already Playing & Spending $ on Casual Games

Casual Game Players Who Have Paid for Virtual Currency

60%would gamble online if legal

Casual Game Players Who Have Not Paid for Virtual Currency

23%would gamble online if legal

Operators Should Embrace Convergence to Remain Competitive


Land-Based Casino

Social/Casual/Mobile

Online Gaming

There is potential for online gambling to drive more visits by current patrons and new

audiences, through incentives and rewards

incorporated in online casino

To prepare for online gambling, casinos must cultivate a loyal audience now, through social engagement on Facebook and casual games

Casino experience moving beyond the physical casino, to

sharing experiences and connecting with casinos and other players on online, on YouTube, Facebook, online

communities

Increased social engagement online may drive players to

visit a casino

Conclusions• Active Gamblers of 2012 are more connected, involved, and interactive

than ever before• Convergence occurring between land-based, casual, and online gambling –

customers must embrace and prepare now for evolving marketplace• Casinos need to be more engaged on Facebook• YouTube is the future for finding and learning about games• Players are frequently playing casual games

• Any questions?


Documents

Active Gambler 2013